Sales Should Seek HelpIf you’re in sales, you should probably seek professional help…Well, maybe not “that” kind of professional help, but sales effectiveness research shows that organizations that provide real-time, deal-specific coaching to their sales teams see an average of 79 percent total quota attainment for their teams (11 percent higher than their peers), and enjoy a 6.2 percent year-over-year increase in team attainment of quota (more than 4-times the growth of their peers). Not only does sales benefit from collaborative, real-time help from internal subject matter experts (SMEs), they also gain value through external, customized coaching from third-party providers – a tactic employed by 45 percent of Best-in-Class firms. So clearly, sales does need help, but it’s equally evident that the top performers actively pursue such help, but what about marketing? For all the sales enablement work marketers do, who is helping to enable marketing? Well, here are a few ways both marketing and sales can seek help together.

Help Me Help You – Seeking Council From Customers

According to customer experience management research, organizations that systematically listen to their customers — especially with tools like customer engagement analytics – measurably outperform those who do not in cross-sell and upsell revenue, customer retention rates, and customer lifetime value. Instead of marketers only monitoring customers, and sellers only communicating to close or reclose, both teams should also find ways to regularly ask customers how they think marketing and sales can better serve them. In some cases, customers may even want marketing to scale back their campaigns, or have sales engage only at certain times, which can translate to less work, but more relevance and higher success rates.

These don’t have to be siloed instances either. It’s a generally well-known best practice to have marketing sit in on sales calls, but when marketers are compiling customer case studies, or collecting research, there’s also an opportunity for sellers to sit in and learn what customers are saying outside of a typical sales conversation.

You Have Friends In Field Service:

Buyers don’t want products or services; they want solutions to problems. Marketing and sales teams may be focused on positioning and pushing such solutions, but when new, unexpected problems arise, it’s usually an organization’s field service team doing the fixing. Perhaps that’s why field service research shows that 81 percent of Best-in-Class companies ensure that lessons learned in the field are captured to be applied to future products. Though this usually translates to product development or manufacturing action items, for marketing and sales, these insights also offer invaluable context on how buyers are using a product, what’s working, and – more prescriptively – what’s not working.

Specifically for marketing, even if your organization doesn’t have its own field service team, finding ways to connect with customers’ field service departments can actually unlock even deeper insights on common pain points and challenges as well. If there are consistent problems that field service has to fix, there may be opportunities for your organization to provide helpful solutions.

Get The Big Picture With Business Intelligence Data:

When marketing and sales are supported by data and analytics, organizations have a solid and effective foundation. Business intelligence research shows, for example, that organizations with real-time analytics generate 50% more closed business from marketing-generated leads or prospects than organizations without such analytics. Of course, data and analytics are not typically strong spots for average marketing and sales professionals, but through collaboration with business intelligence teams, internal data scientists or other experts, marketers and sellers can learn what to look for and better understand what metrics really matter. This may, in part, be why we see that Leading organizations are 70% more likely to empower their marketers to use predictive tools that don’t require them to be statistical experts when compared to more underperforming organizations.

Overall, the more collaborative and inquisitive marketing and sales professionals can be across departments, the better they preform within their organizations. In today’s modern working environment, seeking help is no longer a sign of weakness, but instead, a distinct competitive advantage. Maybe don’t tell your own marketing and sales peers that they should seek help immediately, but in the end, getting help doesn’t really hurt.